Your business is unique and you should always be marketing based on the uniqueness that makes you, YOU. When it comes to marketing for commercial loan brokers, you need to be specific. How can a commercial loan broker market their business effectively?
Who You Are
First, you want to build trust with your audience. You can do this by letting them know who you are as a person. When people feel comfortable with you, they are more likely to do business with you. It is always a good idea to get a little bit personal with your audience. If you have children, it may be a good idea to use your parenting experience to grab your audience’s attention. Bringing that human factor into your marketing will get people interested and will build trust for you as a person. When it comes to marketing, people, pets and general interest will always garner more attention than flashy advertisements with bold promises and bright colored text.
Find Your Niche
You may think that marketing to the widest audience is the best way to get the most attention. It is, but the best way to lock in on those that actually need your service is to market to a specific niche. Talk with your lender network, determine what types of business it will be easiest for you to provide funding to and market to them directly. Commercial loan brokers who are only funding businesses with over 100 employees should not try to market to the local mom and pop shops in their neighborhood. Rather, marketing should be directed at corporations and large companies who may be in need of funding. Market for the specific needs of these types of business. For example; small businesses may need funding for inventory or renovations of a space where larger businesses may be looking for equipment refinancing. Find your specific niche and market to it exclusively. Build upon and expand slowly from there.
Branding
When we talk about marketing, branding is stressed as one of the most important aspects of getting your business recognized. Becoming a regular name in business loan brokering is easier if you have excellent branding. Consistency is key here and you should take every opportunity to get your business logo, colors, and slogan in front of potential clients. Keep your website, social profiles, newsletters and drip campaigns consistent. Simple logos and design are more likely to be remembered than complicated or flashy ones.
Contact
When contacting potential clients, it is always a good idea to be consistent. Use email templates and followup strategies that give your clients top of mind awareness. Drip campaigns, email marketing, and social media are all excellent outlets where you can start a dialogue, get involved in conversations and reach your clients directly. Make sure that every contact includes some amount of personalization. Addressing clients by their name rather than a generic greeting makes them feel closer to you and builds that all important trust.
Marketing personalization is important and should not be taken lightly. Commercial loan brokers may have to think outside the box when it comes to marketing since the business model of a business loan broker is different than traditional business. By personalizing your marketing materials and having a consistent presence online and off, you will find yourself generating more deals.